Around the end of 2015 , mobile web traffic had exceeded the use of the office internet, and since then, the situation has not changed. A study in 2018, carried out by Statista confirms that smartphones generates 52.2 % online traffic worldwide. It makes sense that mobile marketing will gain more and more magnitude and that mobile devices dominate communication .
What do we call M-Marketing?
This concept refers to all the techniques used by a company, to promote its brand or its product , by exploiting all the resources that mobile devices can offer. It is a question of promoting a brand or a product, in an optimized manner , via smartphones and other mobile devices .
As a marketing strategy, M-Marketing allows a business to reach a wider audience. Concentrating only on users of digital desktop equipment can be a limiting factor.
Why is this type of marketing important?
There are six essential points that distinguish M-Marketing.
- Users spend 89 % of their time over mobile applications .
- Mobile devices being smaller and lighter than computers , users can easily transport them everywhere and make purchases at any time.
- Mobile 20 % purchase time
- Compared to last year, 50 % smartphone users expect to buy something immediately using their device.
- 91% Smartphones users plan their purchases or buy individual items, after seeing relevant advertisements.
- 40% of online transactions are done on mobile devices.
What options to adopt?
There is, for a company, a wide variety of mobile marketing techniques to try. Factors such as your budget , your specific activity sector and your customer segment can determine the success of the strategy. That said, here are some mobile marketing options:
Mobile applications marketing
Mobile applications allow companies to include advertisements , in specific mobile applications. Facebook gives excellent examples of this alternative.
Ads in games
This approach refers to all advertisements on mobile devices that appear when some games are open or in progress. These advertisements can take the form of a complete image , a pop-up banner or video advertising , which is displayed on loading screens .
Quick response barcode (QR codes)
The camera of a phone allows you to scan these barcodes . Then, customers are redirected to the associated site, where they can obtain more information on a particular brand.
Mobile advertising banners
These banners are almost the same as those of the office. However, they are small enough to adapt to the screens of mobile devices.
Proximity marketing or Bluetooth
With this approach, consumers receive specific advertisements to a place , thanks to the Bluetooth of their devices.
Vocal marketing
This is the use by IT products, including automated calls , to promote their products or services. It is up to the customer to decide if he wants to hang up or listen to the phone call.
SMS marketing
This mobile marketing method is by far the most common . Marketing specialists use this means to send customers, offers and other relevant information via their mobile gadgets.
Some concrete examples of mobile marketing strategies
Over the years, many brands and organizations have invested in mobile marketing strategies in order to make the most of their marketing budget . Let us quote, as an example:
National Geographic
In a daring approach, the National Geographic channel has created a mobile marketing campaign intended only for tablets users with access to a domestic Wi-Fi network . The campaign provided them with relevant information on their tablets, for a co-visioning experience while a program was broadcast on their television.
Ford
When releaseing new Taurus and Escape , Ford created a mobile marketing strategy. This strategy combined mobile viewing capacities and SMS sending. If one person was interested in one or the other of the vehicles and wanted to obtain more information, it was enough for him to send a text from a word to a short code . Once a prospect has sent the text, it is contacted , it is provided with the relevant information and it is asked for his name and postal code. This information was then sent to the closest dealership where a sales professional contacted them .
The steps in a mobile marketing process
Do research on your target customers
A marketer must conduct in -depth research on the habits of its consumers. This information allows the marketing specialist to create personalized advertisements .
Use the opportunities on social media
To effectively promote a brand, marketers must create excellent announcements that attract a large number of social media users.
Set objectives
Setting objectives makes it possible to measure the results and progress of your mobile marketing strategy.
Create campaigns adapted to mobiles
The objective is to promote a brand via mobile devices. It will therefore be necessary to create content, applications or websites adapted to mobile use.
Do geolocated marketing
This is one of the most effective ways to offer ads relevant to the target public.
Take into account the unique characteristics of mobile devices
You can, for example, create ads that can be handled by the different characteristics of mobile devices.
Offer rewards
By offering rewards or offers , you will encourage customers to take action.
Finally, compared to other marketing forms, mobile marketing has several important advantages. In addition, the technique is easy , relatively inexpensive and allows you to obtain a high TDC (rate of click). M-marketing is an undeniable lever to enhance your notoriety , facilitate customer experience and generate sales .
